We're all curating our own algorithms now

Picture this: you accidentally liked one cute video of a duck, one time. Next thing you know, you're rapidly trying to signal to your algorithm that you're not actually interested in the endless duck memes and ads now taking over your feed.

Sounds familiar? You're not the only one.

This behaviour, consciously or subconsciously training your algorithm to match your interests, is becoming increasingly mainstream. Research from our Generation Algorithm report with MTM found 94% of audiences have taken some action to manage the content they're shown.

We're now curators, not passive consumers, of our own feeds, says our CMO, Hannah Baker. But what does that mean for brands trying to earn attention within them?

Read Hannah's full piece on Creativebrief.